branding and promotion

Question 1

above the line promotion

Answer 1

advertising in the media through the three:
-informative
-persuasive
-reassuring

Question 2

informative advertising

Answer 2

designed to increase consumer awareness of products, giving clear info on features.

Question 3

persuasive advertising

Answer 3

puts pressure and convinces consumers to buy a particular brand rather than that of a competitor

Question 4

reassuring advertising

Answer 4

aimed at existing customers reassuring them and suggests customers to continue buying

Question 5

below the line promotion

Answer 5

any form of promotion that’s not advertising so:
-sales promotion
-public relations
-merchandising and packaging
-direct mailing
-direct or personal selling
-exhibitions and trade fairs

Question 6

sales promotion

Answer 6

used to attract existing customers and reward loyal customers.

Question 7

ways to sales promote

Answer 7

-give out free gifts
-coupons
-loyalty cards
- hold competitions
-BOGOF offers
-money off deals

Question 8

public relations

Answer 8

increasing sales by improving the image of the business

Question 9

examples of public relations

Answer 9

-press releases
-press conferences
-sponsorships
-donations

Question 10

merchandising and packaging

Answer 10

arranging the ‘point of sale’ to encourage sales

Question 11

ways to merchandise and package:

Answer 11

-product layout
(placing products near the aisle or at the front of the store)
-display material
(posters/leaflets as well as lightning and displays in store)
-stock
(ensuring shelves are always full)

Question 13

direct mailing

Answer 13

businesses mail out letters or leaflets to households

Question 14

direct selling or personal selling

Answer 14

calling households or businesses hoping to sell products.

Question 15

exhibition and trade fairs

Answer 15

-used so consumers can test out the products
-can attract the media
-they can ask questions